Marcas

Marcas
Edoardo Fano © 2024

Tipos de Marcas
• Marcas denomintivas

Tipos de Marcas
• Marcas figurativas (logos)

Tipos de Marcas
• Marcas numéricas

Tipos de Marcas
• Marcas tridimensionales (trade dress)

Tipos de Marcas
• Marcas tridimensionales

Tipos de Marcas
• Marcas de color

U.S. Trademark Filing Date September 19, 1997
Registration Number 2184128
Description of Mark The color(s) blue is/are claimed as a

feature of the mark. The mark
consists of a shade of blue often
referred to as Robin's Egg Blue
which is used on boxes. The matter
shown in broken lines represents
boxes of various sizes and serves to
show positioning of the mark. No
claim is made to shape of the
boxes.

U.S. Trademark Filing Date August 24, 1998

consists of a shade of blue often
referred to as robin's-egg blue which
is used on boxes. The matter shown
in broken lines represents boxes of
various sizes and serves to show
positioning of the mark. No claim is
made to shape of the boxes.

U.S. Trademark Filing Date October 7, 2016

consists of a shade of blue that is
used on product packaging in the
form of jewelry pouches with
drawstrings. The broken lines
depicting the jewelry pouch and
drawstrings indicate placement of
the mark on the product packaging
and are not part of the mark.

UE n. 000151985 3D shape
Registration 2005-10-10
Robin's egg blue

Three-dimensional mark
INT. n. 1208805
Black and blue ("Pantone 1837").
Registration 19.12.2013

Three-dimensional mark
Black, blue (“Pantone 1837") and white.

INT. n. 1208903
Registration 19.12.2013

Tipos de Marcas
• Marcas sonoras

Tipos de Marcas
• Marcas olfativas

Tipos de Marcas
• Marcas y personajes famosos

Tipos de Marcas
• Marcas de movimiento
https://euipo.europa.eu/eSearch/#details/trademarks/01
7280215

Tipos de Marcas
• Marcas de movimiento
7279712

Tipos de Marcas
• Marcas multimedia
7279704
7411315

Funciones de la Marca
• Función distintiva: para indicar la origen de
productos y/o servicios
“Trademarks deserve protection so that they

may operate as indicators of the trade source
from which goods or services come, or are in
some other way connected” (“Intellectual
Property”, W.R. Cornish)

• Función de garantía y calidad: garantía de
autenticidad y de mismo nivel calidadivo de
productos y/o servicios
“Trademarks deserve protection because they

symbolize qualities associated by consumers
with certain goods or services and guarantee
that the goods or services measure up to
expectations” (“Intellectual Property”, W.R.
Cornish) Edoardo Fano © 2024
• Función atractiva: como colector de clientes
(garantía de status symbol, marca como valor
añadido del producto y por lo tanto parte
fundamental del mismo producto)
“trademarks are cyphers around which investment in the
promotion of a product is built and that investment is a
value which deserves protection as such, even when there is
no abuse arising from misrepresentations either about
origin or quality. Rational judgment and emotional
preference intermingle in the myriad choices confronting
consumers. In consequence, trademarks become crucial
elements in the process of reaching decisions about what to
buy” Edoardo Fano © 2024
• “(…) A trademark is a merchandising short-cut which
induces a purchaser to select what he wants, or what he has
been led to believe he wants. The owner of a mark exploits
this human propensity by making every effort to impregnate
the atmosphere of the market with the drawing power of a
congenial symbol (…) to convey, through the mark, in the
minds of potential customers, the desirability of the
commodity upon which it appears. Once this is attained, the
trademark owner has something of value” (Mishawaka
Mfg. Co. v. Kresge Co., 316 U.S. 203, 205 - 1942)

Función de las Marcas

Falsificación de las Marcas
• Ampliación del concepto de falsificación de
marca: además de cualquiera actividad
confusoria sobre la origen del producto,
cualquiera actividad parasitaria



Ferrero v. Montresor (Cina)

Categorías de Marcas
• Desde la más fuerte hasta la más débil:
- Marcas de fantasía
- Marcas descriptivas en otros contextos
- Marcas evocativas
- Marcas descriptivas
• Marcas fuertes, débiles, nulas (por ej. descriptivas o

engañosas)
• Vulgarización v. “secondary meaning”

Marcas de fantasía

Marcas fuera de contexto

Marcas evocativas

Marcas descriptivas

¿Marcas engañosas?

GRACIAS POR SU
AMABLE ATENCIÓN

Marcas - 2

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Marcas - 2

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Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Registration Number 2184128

Description of Mark The color(s) blue is/are claimed as a

Edoardo Fano © 2024

Registration Number 2359351

Description of Mark The color(s) blue is/are claimed as a

Edoardo Fano © 2024

Registration Number 5176498

Description of Mark The color(s) blue is/are claimed as a

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Black, blue (“Pantone 1837") and white.

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

“Trademarks deserve protection so that they

Edoardo Fano © 2024

“Trademarks deserve protection because they

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

• Marcas fuertes, débiles, nulas (por ej. descriptivas o

• Vulgarización v. “secondary meaning”

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

Edoardo Fano © 2024

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